Publix Opinion (Aug 8, 1930)

) Make Plans For Radio Hour Change Aug. 26! See Page 2 SAVE TRAILER SERVICE COSTS to \ Vol ltl ~ i The Official Voice of Publix TTI Publix Theatres Corporation, Paramount Building, New York, Week of August 8th, 1930 res egtngerneeren t bi tmaatatyena SAVE TRAILER SERVICE COSTS S ntsuanopeaesanceatcrneansezgseevaneazetopeeastineeotoaanayarvneoaas ogy atest Hu4adeehoeen yuan steno nyousnanerycuuananaennes, S 1H poresnand Muenettt az No. 48. “GET SET LAST WARNING ON TRAILER DELS Final warning has been given to theatre managers; through division and district executives, about penalties for delays in returning trailers after use. Beginning August 1, according to L. L. Edwards, all theatres will be charged for the full time a trailer remains in their possession. For example, if a trailer is used for a week, then held for-another week before return, regular charge for second week service will be made, whether the trailer was in use or not. The same rule applies to third, fourth or fifth Wweeks—or months. Charges Were Cancelled These charges always have been 4 MARX FUN RIOT! After a private preview for executives, and a special surprise audience test for actual public reaction, executives of Paramount Publix in all departments are placing their hopes on “Animal Crackers,’’ with the Four Marx Brothers, as the biggest money getting attraction of 1930. The picture actually ‘‘rolls 'em in the aisles!’ “How the devil are you going: to describe it?’’ ad-writers asked one another. is unnecessary. Consensus of opinion is that description Just get a big opening performance, and word of mouth advertising from patrons will do the rest. ‘“‘Animal Orackers,’? is in a vein similar to ‘‘Cocoanuts,” except that the merry mad Marxmen are immeasurably fun nier. The plot, if any, is more hilarious, and the situations result in continuous laughs that start right from the feet. It’s a brand new kind of comedy—unlike that of Harold Lloyd, Jack Oakie, Chaplin, or any other funster the screen ever knew. Here is absurdity lifted to a plane so high and pictured so furiously that it’s a carnival of glee for high brows and low brows alike. INTENSE BOOKING PARLEY HEADED BY MR. DEMBOW SETS FOR SEPTEMBER!” SCHOOL OPENING DEMANDS ADVANGE ACTION 10 CHECK LOSSES WARNS MR. CHATKIN Sounding the warning in ample time against the annual boxoffice slump caused by the reopening of school, Messrs. Katz, Dembow, Chatkin, Botsford, Saal and other Home Office executives are insisting on a concerted effort to combat that ‘circuit-wide evil. School re-opening varies in different communities but usual VALUABLE HINT S\l is included within the first two IN THIS ISSUE (1) If you want to triple the local publicity and attention you get from your local newspapers, read page 6, and see how B. V. Sturdivant did it in Indianapolis. We'd like to see it repeated in every Publix town. (2) If you want to “dress up’”’ your. screen shows, read the article and study the photos of ‘“‘slide-effects’’ contributed in weeks of September. This waining gives you over a month to plan how you are going to meet the issue this year. One thing is certain. Home Office executives and Division Directors will not tolerate listlessness or inactivity on this score. “Reliable authorities have estimated,’ declared David J. Chatkin, “that nearly three-quarters of a million dollars are lost annually by all theatres during the school re-opening weeks. I want PROGRAM FOR COMING YEAR made in billing by the screen servthis issue by Harry Rubin, De a aaa Seager Sant tere ice eunul ate athe taller. ie a a hi Home Office Supervisor of Pro|anq irrevocably, that this year, his date, Edwards has succeede With Mr. Chatkin and all Division Directors and division} Jection. Treatratwillinot contLibute tomthat _haying extra charges cancelled, with the theatres paying only the net amount for the period during (8) If you want to “sharpen up’ your program-plotting, soe Untouched Sources bookers present, and aided by Mr. Saal, the booking program for all Publix theatre activities for the coming season was carefully set which the trailers actually were in use. “Such concessions now are a thing of the past,’ said Hdwards in a memo to division directors recently. ‘When, on August 1, the screen service agreed to cancel several thousand dollars worth of such charges for us, I promised that we would pay all future bills for the full time that the trailers are kept, without protest. Return Trailers Promptly “Jt will be up to the managers hereafter to return all trailers promptly when they are through using them, or expect to pay for service charges on all periods of delay. There will be no exceptions to this agreement and we will not ask the screen service to cancel one penny of extra charges due to the neglect of managers to return trailers on schedule. This is final!” The same necessity for prompt return exists in cases of cancellation of trailers, due to a switch in bookings. Service charges will be made in these cases, too, if trailers are not sent back immediately after being cancelled. WATCH OUT! There is a man in the West, by the name of A. M. Buzzarti, claiming to represent Publix, ahead of sound trains. As far as we are concerned there is no such representative. In one town at least, Waterloo, Iowa, he has left an unpaid hotel bill. Be on the lookout for him! ‘ 1-00-00 -0+0-0+0+-0-0+-O10--O-01-O+00-09 O10 OO up last week under the personal direction of Mr. Dembow. Under the arrangements made, which required many days of most intensive study and discussion, it is felt in the home office that Publix theatre box offices will immediately reflect to the very best possible advantage the full resources of available product. Returns Considered Plans for bookings were made on dates and under conditions most likely to bring the most satisfactory return, in the opinion of Mr. Dembow and the most experienced men he could surround himself with during the conference. . For the past few years, Mr. Dembow has been devoting himself exclusively to problems of circuit | expansion, and has been in active charge of the purchase and acquisition of many theatres and circuits. With the company’s expansion program nearly completed, he is again turning his vast experience in theatre operation to the direct assistance of managers in the field. The booking conferences were the first of his activities aimed as a direct and immediate help for local box offices. Problems Discussed Bach territory was carefully “broken down” as to peculiar local conditions and needs, and entertainment product most suitable was discussed by the division directors and bookers after availing themselves of the counsel and information Mr. Dembow was able to offer. “J feel now that with our booking plans well established,’ said Mr. Dembow, “managers will have ample time to campaign individual attractions to the fullest extent. In no case did we compromise on (Continued on Page Two) 1 read what Burt Kelly has to say in this issue on ‘‘shorts.”’ MR. KATZ CALLED TO EUROPE; MR. DEMBOW TAKES UP BURDEN AS ECONOMY PROGRAM HEAD Called to Europe by company matters that required ‘his immediate personal attention, Mr. Katz sailed last week for a six weeks’ survey of amusement industry problems, despite his reluctance to leave the home office at the present time. During his absence, Mr. Dembow will function in complete charge, continuing as head of the Cost Control Committee, his active supervision of the rigid economy program inaugurated recently with the fine-combing of all expenditures. While abroad, Mr. Katz will not only make an intensive survey of Paramount Publix theatres in Europe, but will thoroughly can eee se ES Ot Oe eet CO OE OC ee Ds 0 1 OO OO OD : | 3 DAYS LEFT= Get on your thinking cap! Cop a portion of the $ 500 in prizes for campaigns on HAROLD LLOYD'S ‘REET FIRST” Snap into it, you managers and publicity men! ‘It’s limited to you! Have your letter postmarked the 11th and you're eligible. For details see last three issues of Publix Opinion. OOOO OM OO SHO SHES GOO SHO D+ OD 20 20 O11 B SD 20001 10+ 104 OHO O10 O10+ Oe vass the amusement field for whatever may be of benefit to Paramount Publix in the United States. Before his departure, Mr. Katz addressed a meeting of his Home Office Executive Cabinet, in which he delegated to Mr. Dembow the active supervision of all theatre department activities. He again charged every department head to immediately delete every extraneous item of expense, and made it clear that Mr. Dembow would leave no stone unturned in providing assurance that waste and unnecessary effort is removed from the company’s operations. On behalf of the entire cabinet, Mr. Dembow pledged his word that the economy program will be rigidly enforced and carried forward. Mr. Dembow has found that volun (Continued on Page Two) “T realize perfectly that all the boys have been working under pretty high pressure lately. In the majority of cases, whatever business was normally available, has been gotten by the Publix theatre in that community. However, as Mr. Katz pointed out at this time last year, in a past issue of Publix Opinion, there are countless sources which have been hardly grazed. These are the sources upon which the entire energy of every Publix showman must be concentrated in times of such unavoidable slumps as school re-opening. Means Available “The weapons with which to combat this temporary depression (Continued on Page Two) 9 ODO O-1 Or + Or D+ 01-1 OO Oe + 0+ + OF OOO Os OOo IMPATIENT? | Don’t become over-impa tient if you haven't as yet ; received your bound volume } of Publix Opinion. All copies have been shipped to dis$ trict warehouses. ‘Theatre ¢ and advertising managers t will receive their ‘compendium of the company's brainpower"' as soon as town distribution can be effected. When you do get the bound volume, consult it daily for company policy and for methods of obtaining maximum consistent profits. The comprehensive index, including matter contained in both Book I and II, and which is contained in this new bound volume, jis also available for those who have a loose-leaf file for copies of : Publix Opinion. 0 -O 2 0-0-4 81-1 Or O10 OOO Oe S10 010+ O18 O10 O10" : i t : : t i t i t : t t